INTERNATIONAL JOURNAL OF MEDIA AND COMMUNICATIONS IN CENTRAL ASIA

No. 13 (2026): International journal of media and communications in Central Asia
Статьи

PROBLEMS OF PROMOTING WOMEN'S FASHION BRANDS IN SOCIAL NETWORKS: THE CONTEXT OF UZBEKISTAN

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  • Feruza Ergasheva ,
  • Durdana Perdebayeva ,
  • Anton Antonov-Ovseenko ,
  • Nazokat Xamrakulova
Feruza Ergasheva
University of Journalism and Mass Communications of Uzbekistan
Durdana Perdebayeva
University of Journalism and Mass Communications of Uzbekistan
Anton Antonov-Ovseenko
University of Journalism and Mass Communications of Uzbekistan
Nazokat Xamrakulova
University of Journalism and Mass Communications of Uzbekistan
DOI: https://doi.org/10.62499/ijmcc.vi13.108

Published 2026-05-22

Keywords

  • branding,
  • women's fashion,
  • digital environment,
  • social networks,
  • influencers,
  • blogging,
  • advertising,
  • promotion
    • ...More
    Less

How to Cite

Ergasheva , F., Perdebayeva , D., Antonov-Ovseenko , A., & Xamrakulova, N. (2026). PROBLEMS OF PROMOTING WOMEN’S FASHION BRANDS IN SOCIAL NETWORKS: THE CONTEXT OF UZBEKISTAN. INTERNATIONAL SCIENTIFIC JOURNAL OF MEDIA AND COMMUNICATIONS IN CENTRAL ASIA, (13). https://doi.org/10.62499/ijmcc.vi13.108

Abstract

The research is aimed at identifying the key factors of effective digital communication for fashion brands and developing methodological approaches that contribute to the formation of sustainable relationships with the audience in the modern media environment. The novelty of the study lies in filling gaps regarding the insufficient study of a comprehensive approach to the methodology of promoting fashion products in the digital environment, especially considering factors of visual representation, cultural adaptation, and communicative interactivity. A hypothesis has been put forward and proven that the methodology for promoting women's fashion in the digital environment should be based on the principles of visual authenticity, communication transparency, cultural sensitivity, and interactive interaction with the audience.

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References

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